The Limits of Blindness on Choice – Sheena Iyengar @ Big Think via DF.

About 60% of the people stopped when we had 24 jams on display, and then at the times when we had 6 different flavors of jam out on display only 40% of the people actually stopped, so more people were clearly attracted to the larger varieties of options, but then when it came down to buying, so the second thing we looked at is in what case were people more likely to buy a jar of jam.

What we found was that of the people who stopped when there were 24 different flavors of jam out on display only 3% of them actually bought a jar of jam, whereas of the people who stopped when there were 6 different flavors of jam 30% of them actually bought a jar of jam. So, if you do the math, people were actually 6 times more likely to buy a jar of jam if they had encountered 6 than if they encountered 24, so what we learned from this study was that while people were more attracted to having more options, that’s what sort of got them in the door or got them to think about jam, when it came to choosing time they were actually less likely to make a choice if they had more to choose from than if they had fewer to choose from.

We try really hard to only have the best of a product, or item, or only specific tiers that are not confusing. With electronics you can stock everything, but a lot of it isn’t that useful or good. It’s something we think about a lot for every product at Adafruit. During our weekly LIVE video chats, one of the most popular segments is when we talk about why designed something in certain way or why we selected a specific product to stock.